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Advertising Communication During Crisis

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  • Silvia-Mihaela Pavel Ph. D Student

    (University of Craiova Faculty of Economics and Business Administration Craiova, Romania)

Abstract

Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try to confront the general conclusions drawn about the relevance of the crisis advertising, with a particular situation, the global automotive market, customizing by the study of the crisis advertising played by the brand BMW. We will base our observations on a corpus of advertisements issued within the crisis global campaign ″Joy is BMW″, confronted with a renowned campaign conducted by BMW Group in 2001 and 2002, ″The Hire″.

Suggested Citation

  • Silvia-Mihaela Pavel Ph. D Student, 2010. "Advertising Communication During Crisis," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 3(38), pages 1-12, May.
    • Handle: RePEc:aio:aucsse:v:3:y:2010:i:12:p:282-293
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    File URL: http://feaa.ucv.ro/AUCSSE/0038v3-033.pdf
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    References listed on IDEAS

    as
    1. Eichengreen, Barry, 2002. "Financial Crises and What to Do About Them," OUP Catalogue, Oxford University Press, number 9780199257447.
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    More about this item

    Keywords

    crisis communication; advertising communication; corporate image; stock market crash; crisis management; ConsumActor; non-media channels;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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